WHEN YOU’VE CREATED THE MOST COMFORTABLE SOCKS POSSIBLE, YOU NEED A BRAND THAT’LL SPREAD THE WORD.
APTHCRY came to Defy to create a brand evolution. It already had a logo, but needed to push beyond that with an all-encompassing brand system. The new system had to feel fresh and elevated, while still reflecting the trajectory of their product’s success. It needed something that it could grow with.
Some of our team members were already loyal APTHCRY customers, so this project was without a doubt within our wheelhouse. More accurately, projects like this are our wheelhouse.
Creatively, we leaned into the brand’s DNA. The design we landed on is fresh, vibrant, and eye-catching. The kind that can keep up with our client’s heavy resumes–two friends with influential names and deep roots in streetwear and sneaker culture. It utilizes stylized product photography in tandem with a suite of stickers to help communicate the brand’s story.
As always, Defy supplied the client with creative that pushes boundaries and expectations. This project was an effective execution that pays homage to APTHCRY’s roots and the trajectory of the product, and also provides a ramp for growth. But, this wouldn’t be possible without our unique, strategic approach.